UK e-cigarette advert comes under fire

BMA accuses campaign of glamorising smoking

The first televised advertisements for electronic cigarettes in the UK have prompted numerous complaints to regulatory body the Advertising Standards Authority, accusing the makers of glamorising smoking and targeting children.

The British Medical Association (BMA) wrote to the ASA, claiming the campaign for VIP e-cigarettes sexualises and glamorises e-cigarettes.

“[The advertisement] directly contravenes regulations stating that marketing for e-cigarettes must be socially responsible and must not appeal to non-smokers,” said the BMA's letter.

Dr Mark Porter, chair of the BMA council, said: “We have repeatedly highlighted our concerns that the promotion of e-cigarettes may have an adverse impact of re-normalising smoking and indirectly promoting tobacco smoking, and that advertising rules should ensure the marketing of e-cigarettes does not appeal to children.

“It is deeply concerning that these rules are being completely ignored so soon after coming into force. This advert makes no reference to the fact that the product is intended as a replacement for tobacco.”

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